Journal of Product & Brand Management: Volume 31 Issue 8

Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis

Naveen Donthu, Satish Kumar, Saumyaranjan Sahoo, Weng Marc Lim, Yatish Joshi

The Journal of Product and Brand Management (JPBM) has a 30-year long history. To commemorate the journal’s 30th anniversary, this research paper aims to present a retrospective…

Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis

Wagner Junior Ladeira, Joanna Krywalski Santiago, Fernando de Oliveira Santini, Diego Costa Pinto

This study aims to investigate the effects of brand familiarity on attitude formation across different advertising channels, product types and brand settings.

Does the relationship between brand attitude, brand attachment and purchase intention vary based on the type of prosocial expression-based brand emoji?

Hye-Jin Jeon

This study aims to analyze the most effective type of emoji for deriving positive marketing results by determining whether the relationship between brand attitude, brand…

Employer and internal branding research: a bibliometric analysis of 25 years

Gordhan K. Saini, Filip Lievens, Mukta Srivastava

In the past 25 years, employer and internal branding have grown significantly. Prior reviews tended to focus on either one of these domains. This study aims to map the…

The effect of materialism and impression management purchase motivation on purchase intention for luxury athleisure products: the moderating effect of sustainability

Yunjeong Kim, Kyung Wha Oh

This study aims to identify the consumption mechanism by which consumers’ materialism creates purchase intentions for luxury athleisure products through impression management…

Growing the community bank in the shadow of national banks: an empirical analysis of the U.S. banking industry, 1994–2018

Jake David Hoskins, Sarah Abadi

With rising industry consolidation in the banking industry, it is unclear whether community banks may find more or less market opportunities. This paper aims to investigate how…

How to generate customer and firm benefits through online game product and brand community engagement – online and offline perspectives

Chia-Wen Chang, Chiu-Ping Hsu

This study aims to provide a conceptual framework for exploring the relationship between online game product engagement and online brand community engagement and how these two…

We “like” to value the brand: a mixed-method study

Trung Dam-Huy Thai, Tien Wang, Tin Trung Nguyen

From the perspectives of service-dominant logic and social identity theory, this study aims to assess social networking site (SNS) users’ likes as a form of social endorsement as…

Femvertising practices on social media: a comparison of luxury and non-luxury brands

Nina Michaelidou, Nikoletta Theofania Siamagka, Leonidas Hatzithomas, Luciana Chaput

The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices.

Negative spillover of moral irresponsibility into anti-brand behaviors: the role of moral emotion and disengagement in ethical and social transgressions

Song-yi Youn

As one of the largest industries in the global economy, the fashion industry has emphasized the symbolic and aspirational features of its products while maximizing the efficiency…